Bad Bunny’s historic Super Bowl Halftime Show last month was an ode to Puerto Rican talent and culture, and Gap is riding that cultural moment.
The brand has collaborated with Grammy-nominated Puerto Rican rapper Young Miko to create a full-length music video for its Spring 2026 campaign.
Directed by Bethany Vargas and shot by Olivia Malone, “Sweats Like This” presents a fresh version of Young Miko’s “WASSUP” track. Against a minimal background, 26 monochromatic dancers move freely in grey GapSweats alongside the artist, with choreography by Zoi Tatopoulos.
Fashion styling by Caroline Newell and Alastair McKimm imagines GapSweats as a canvas for creativity. Young Miko wears the brand’s arch logo hoodie and a custom cropped style, while dancers sport a range of fleece-lined sweats, from wide-leg joggers to shorts.
“Latin music has long been a cultural unifier,” said Fabiola Torres, Gap’s global CMO. “It’s universally energetic, emotional, and deeply connective. Today, it’s shaping global sound, style, and movement.”
Presenting the Spring campaign as a music video “allows the brand to live inside culture, not sit next to it,” Torres added. “The storytelling becomes immersive – the energy and emotion carry the narrative, and the product shows up naturally within Young Miko’s self-expression.”
The film is an extension of Gap’s growing “Fashiontainment” ambitions. In January, the retailer hired former Paramount executive Pam Kaufman as its first chief entertainment officer to build out entertainment, content, and licensing across music, film, sports, gaming, and cultural collaborations.
“Partnering with an artist like Young Miko aligns with Gap’s broader approach to engaging audiences through storytelling, partnerships, and experiences that blend music, fashion, and celebrity to connect in more meaningful ways,” Torres said. “It lives as entertainment first, with product integrated authentically into that experience.”
Music legacy
Music has long played a central role in Gap’s campaigns. Recent examples include a multigenerational choir for the holidays, global girl group Katseye honoring music and fashion from the early 2000s, and Troye Sivan celebrating denim with a nostalgic and tightly choreographed dance number.
Gap is also attending Coachella Valley Music and Arts Festival for the first time in April.
“[Music] transcends language, geography, and generations. That unity is powerful,” Torres said. “When we align with the right talent at the right moment, we’re not chasing relevance – we’re participating in it.”
Comeback tour
Gap has been working to recapture its 1990s and 2000s heyday, but Torres insisted the focus isn’t to recreate the past.
“It’s to build forward from our heritage. We’ve centered our strategy on product icons and clear cultural alignment,” she said. “We lead with product. We partner with emerging talent who align with our brand values and who feel authentic.”
Torres took on the CMO role in May 2024 after the position had been vacant for two years. Since then, she said Gap has sharpened its brand storytelling and strengthened cultural partnerships.
“We will continue to elevate icons like sweats and denim, deepen our connection to music and culture, and build experiences that make Gap feel essential for a new generation,” she added.
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